Invitae, a genetic testing company, wanted to update their website with custom photography to create a warmer more inviting experience.
Challenge: To create lifestyle images with an ethnically diverse set of models to look like real families in a way that communicated Invitae's mission to empower people with knowledge to make better health decisions. Previous imagery was too clinical and wasn't connecting with current clients so they needed images that were warm and inviting so future clients weren't overwhelmed by the idea of genetic testing.
Method: Worked as a producer to create a total of 7 photo shoots in 3 cities. This required scouting and procuring locations from homes, to parks, to hospitals in San Francisco, Palm Springs, and Fresno. Managed the casting process for models ranging from 6 months - 60 years in all 3 cities, including legal issues such as set teachers and work permits. Worked with the photographer Brooke Bryand to create and manage the shot list and coordinated logistics with wardrobe stylist. Day of project management and logistics.
- 7 successful photo shoots implemented on time and on budget
- Created production document to manage all aspects of the photo shoot + planning process
- Pre-production planning that allowed us to switch locations without a delay in production due to weather changes
- Problem solved and recast models when they got sick and were unable to make their call times with no delay in production
- 43 models cast in 11 locations in 3 cities
- Liason between photographer, wardrobe, props. set staff, and models to manage call times and location changes
- Hired set staff: hair, makeup, set teachers
- Managed legal requirements for working with children of various ages
- Day of, on set production management